The role of the STA is to 'lead on industry matters’, representing the views of our Members.  We actively seek change at policy level to enable our tourism industry to reach its growth ambition and perform as Scotland’s main economic driver.

Tourism is acknowledged by the Scottish Government as being “Scotland’s most important industry”.  

As the voice of the industry, the Scottish Tourism Alliance has a clear agenda for influencing and shaping policy to drive growth for our industry and deliver the ambitious National Strategy, Tourism Scotland 2020 vision, ‘to be a destination of first choice for a high quality, value for money and memorable customer experience, delivered by skilled and passionate people.’ 

Our mission is to help shape the right conditions for growth and profitability for the tourism sector and raise the profile and importance of tourism in Scotland.

We strive to connect with all sectors of the tourism industry in every region across Scotland. To enable us to offer the best possible representation of the issues and challenges we face as an industry and bring about the change we need to drive our tourism economy, it is vital that we hear your voice. Keep up to date with our latest news/industry and connect with us. 



 Industry news

Our Patrons

The STA has been able to grow and strengthen its position as the voice of the tourism industry in Scotland thanks to the much valued support of our Patrons. We are hugely grateful to each of our Patron organisations, each of whom play a valuable part in helping to grow Scotland’s tourism industry.